Gay Nagle Myers
Destinations in crisis should take a look at Mazatlan’s crisis management book. There are positive lessons to be learned.
The destination hit a rough patch when several cruise lines pulled out in early 2011, citing safety and security issues for passengers following several incidents of crime near the port. None of the incidents impacted or involved tourists, however.
The destination went proactive when the pullouts threatened to derail its entire tourism product.
“The police instituted a number of safety measures, including enhanced lighting and numerous cameras,” said Frank Cordoba, secretary of tourism for the state of Sinaloa. “We have a positive story to tell with the return of three cruise lines for the next winter season as well as new hotel investment coming in.
“The state and municipal governments and communities pulled together to implement security issues, which have worked to curb crime and change the traveler's perception regarding a visit to Mazatlan.”
He reported a strong response from several airlines regarding increased lift to Mazatlan next fall and winter.
“We took a big hit when Mexicana filed for bankruptcy in August 2010. The airline had seven flights a week from the U.S, so we lost more than 800 seats a week, and it took its toll,” he said.
However, Aeromexico and Volaris are adding larger aircraft next winter; Interjet may also enter the market; and Delta, Alaska Airlines, US Airways and Westjet plan to increase the number of seats offered into Mazatlan.
“We know we must continue to heavily promote the destination in certain key North American markets, and we have been and continue to do so,” Cordoba said.
One recent coup for Mazatlan was recognition by the London Financial Times in its annual ranking of American Cities of the Future. Mazatlan placed in the top five of the best cities in Latin America for investment and cost efficiency.
“This helps boost investment interest among Mexican companies and international firms, as well,” Cordoba said.
He reported that representatives from several major U.S. hotel chains recently visited Mazatlan to scope out the city for potential hotel sites.
“We have 12,000 rooms now and we are aiming for a total of 20,000 hotel rooms in the next few years,” Cordoba said.